Blueberry
“Can an ASIC-regulated retail broker expand into prop trading and broader financial markets access while competing on superior onboarding UX and platform breadth?”
Founded2016
HQSydney, Australia
IndustryFintech / Retail trading & brokerage
The story
Founded in 2016 as an ASIC-regulated retail forex and CFD broker, Blueberry expanded its offering to over 2,000 instruments including shares, commodities, indices, and cryptocurrencies. The company has progressively built out its own branded trading infrastructure (BlueberryX platform) while maintaining third-party platform integrations (MT4/MT5, TradingView). More recently, it expanded into prop trading through Blueberry Futures and Blueberry Funded, broadening its addressable market beyond retail brokerage.
Product timeline
2016
Blueberry founded as an online forex/CFD broker in Sydney, Australia, regulated by ASIC.· pivot
2024
Launched BlueberryX proprietary trading platform alongside continued MetaTrader 4/5 and TradingView support.· banking
2024
Launched Blueberry Futures and Blueberry Funded prop trading products under the Blueberry brand.· pivot
2024
Partnered with Sumsub to replace previous KYC provider, achieving 89%+ pass rate and 15-second median verification time.· banking
Regulated entities
2
regulatory licences held by Blueberry
Licence types, jurisdictions and registered entities are in the Embedded Finance Index report.
The stack
1 layer disclosed in Blueberry’s embedded-finance stack
KYC
Accounting gap: none